Jesus, Ganesha, Buddha, Aphrodite, Moses and even L. Ron Hubbard make an appearance in an ad for Lamb by Meat and Livestock Australia (MLA).
The campaign features gods, goddesses and prophets from different faiths and beliefs coming together to share a BBQ lamb meal, positioning lamb as the meat more people can eat.
The ad is the latest instalment in the long-running ‘We Love Our Lamb’ brand platform, which aims to promote the meat at key times during the year, including Spring time.
Andrew Howie, group marketing manager at MLA, said, “Since the late 1980’s Lamb has proved itself as the meat that brings people together. More recently under the banner of ‘You Never Lamb Alone’ we have continued to push the creative boundaries. In this latest campaign we are showing no matter your beliefs, background or persuasion, the one thing we can all come together and unite over, is Lamb.”
Scott Nowell, chief creative officer at The Monkeys, said, “It's a reality of modern Australia that people of all faiths and backgrounds can get along around a table; coming together to celebrate what unites us as a nation. And, Lamb lovers have taught us that we should try to do it more often.”
The integrated campaign includes TV, OOH, digital and social media as well as pr, media partnerships, content marketing and events.